FAIRFAX, Va.--(BUSINESS WIRE)--Nov. 22, 1996--Mobil Corporation
(NYSE:MOB) today announced the launch of the first element of a
comprehensive brand positioning program focused on the qualities of
leadership and partnership. The program, designed to communicate the
strengths of the Mobil brand more clearly throughout the world, is built
around a new brand theme -- "Mobil: The energy to make a
difference." The theme will be introduced to Mobil's
audiences worldwide through a multi-million dollar global print and
broadcast campaign debuting on November 24.

"Mobil's brand name is based on many strengths,"
said Mobil Chairman and Chief Executive Officer, Lucio A. Noto.
"Our customers, shareholders, business partners and host
governments look to Mobil and our people to deliver excellence, whether
it's our commitment to quality products and services, technology,
environmental responsibility or to customer satisfaction. We want to
communicate these strengths to people who already know us and to those
who don't."

"As we developed this program, we talked with our business
partners, customers and employees around the world," said Nancy
Carlson, Mobil's Manager for Image and Positioning. "What we
learned was that those audiences who know Mobil well value us as
partners and recognize us as leaders in many areas. Our challenge is to
build on that awareness as we grow globally. Our strategy is to share
Mobil stories that highlight our values with target audiences around the
world, especially in emerging markets such as Asia and Latin
America."

Mobil's new television ads highlight actual business
partners, Mobil people and products in a series of quick-cut scenes.
One story builds on Mobil's longstanding partnership with Porsche
through support of both its racing program and through factory fills of
every vehicle that comes off its assembly line. Other print ads in the
campaign feature Mobil's approach to exploration and production
using advanced horizontal drilling systems, the selection by NASA partners of a Mobil lubricant for the life support systems on the
international space station and Mobil's zeolite catalysis technology, which increases the gasoline yield from crude oil by 28
percent.

Another storyline describes the environmental commitment behind
Mobil's adoption of double-hulled tankers. "All of these
stories," said Carlson, "tie back to our promise of quality
products and services, the use of technology and environmental
responsibility."

The company's tagline -- "The energy to make a
difference" -- and its traditional symbols -- the Mobil trademark
with its distinctive letter forms in Mobil red and blue and a secondary
trademark, Pegasus, the flying horse -- will serve as unifying elements
for the campaign. The positioning research showed that Mobil's
target audiences believe that the company's traditional symbols
convey messages of vision, energy, leadership and advanced technology,
consistent with the key themes of the brand positioning.

"`The energy to make a difference' sums up what Mobil
stands for," said, Carlson. "It captures the values that
Mobil brings to the marketplace and to the communities in which we work
by showcasing Mobil people and Mobil partnerships."

The new Mobil television ads, produced by its advertising agency,
DDB Needham, will run as 60- and 30-second television spots that will
air on major prime-time programs in the United States, the Asia Pacific
region and in Latin America. Media outlets will include CNN, CNBC,
CCTV, Star TV and Telenoticias. Print ads will run internationally in
newspapers and magazines, such as The Wall Street Journal, Time,
BusinessWeek, Asia Week, Far Eastern Economic Review, America Economica
and Vision.

CONTACT: Mobil Corp.

Dave Dickson, 703/846-2378 or

Gail Campbell Woolley, 703/846-2500

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